Leona Lewis is The Body Shop’s new Brand Activist

There was once a time when beauty companies who championed the rights of animals were viewed with suspicion. It’s not that people didn’t care about using cruelty-free makeup, more that those who campaigned about its importance were stereotyped as unglamorous and lacking in style. However, a new crop of companies are helping relegate those opinions to the beauty bin.

Barefaced Beauty
The go-to brand for many mineral makeup aficionados this company is cruelty-free and its lines don’t contain alcohol, parabens or other chemical irritants. Everything from eyeshadow to lipstick and foundation is on offer here, with the company offering a sample service to ensure you get exactly what you want.

Beautiful Movements Cosmetics
It always helps when someone in the public eye comes out in support of a cause and former Pussycat Doll Kimberly Wyatt has done just that with her rebranded line Beautiful Movements Cosmetics. She founded the cruelty-free mineral makeup line in 2011 along with her friend Laura McComiskie and it has PETA’s seal of approval.

As well as being kind to animals, the line is good for skin too. The products are lightweight and allow skin to breath, while the mineral foundation contains zinc oxide which helps reduce inflammation.

On offer are lip glosses, mascaras, blushers and eyeshadows – which came in a range of zingy colours not usually associated with mineral make-up. To tie in the with rebrand there is also the Mixing Medium – Prime and Create product, a gel which has been formulated to help the cosmetics transform into creams when mixed together.

The Body Shop
Often seen as the pioneer of the cruelty-free beauty movement, The Body Shop has raised its game by getting animal rights campaigner Leona Lewis on board. The British singer has created her own line of products for the company, which include lip glosses, blusher palettes and a face makeup brush. Leona has also given the store’s iconic White Musk scent a makeover and is joining forces with the business to push for a blanket global ban on animal testing.

Urban Decay
The company is famed for its highly-pigmented eye shadows, ranging from bold purples to shimmering nudes. Urban Decay is committed to ending animal testing and even uses vegan products wherever it can, marking them on its site.

We suggest treating yourself to one of the Eyeshadow Primer Potions. Maybe not the most exciting product, but it makes any colour stick to your lids all day. © Cover Media